“Content Marketing” . . . Where Have You Been All My Life?
Posted on April 29, 2009
Filed Under Content, Marketing, Marketing Collateral, Web Sites |
There’s been a lot of talk lately about “Content Marketing.” So much so that I’ve been wondering whether CM might become just another fad . . . what blogs were before tweets hit the fan.
But I think the CM concept might have wings. That’s because CM rests on some timeless principles:
- Potential buyers need information before they buy something.
- The more complex the purchase, the more information they need.
- The better information provided, the more favorable the consumer response.
- High-quality information—content—gives web sites magnetic appeal.
- Buyers seek out information wherever they can find it; if you don’t provide it, they’ll find someone who will.
The more I think about it, the more I realize CM is really just a new label for something I’ve been doing . . . well, forever. I’ve always focused more on educating buyers, rather than hyping them. I enjoy creating long-form, robust communication vehicles (web sites, white papers, training guides) more than short form elements (ads, taglines, etc). And perhaps most important, I love helping customers get smarter, although closing a sale is pretty exciting, too.
I think CM resonates because I’ve always worked for providers of complex services where buyer education is integral to the sales process. So imagine my delight seeing my modus operandi up in bright lights for the first time.
Incidentally, in case you’ve heard about CM, but aren’t totally sure what it means, check out the ultimate cheat sheet. As the Wikipedia entry says:
“Content Marketing’s agenda is to educate and inform customers and prospects. (Its) slogan is: “Don’t pitch. Don’t sell. Don’t interrupt. Educate, inform, and provide value to customers and pospects. Your business will grow.”
Amen to that!
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